Children with Cancer UK

Unity is a word that draws the foundation as to how our society evolves and connects with one another. Facebook has connected and divided the world via the IoT (Internet of Things), illustrating the sheer power of digital platforms and the tools and techniques associated with it. Despite the double-edged sword that is social networking sites, the platforms do continue to drive the connectivity of families around the world, bringing together many individuals from different cultures and backgrounds. One parallel to consider is how ad campaigns affect the relationship of businesses and people. It all boils down to the design and the message. There are many ads that have had good intentions but backfired because of culture normalities, history, and emotion. Nevertheless, there are plenty of campaigns out there that have changed the world; spreading nothing but a positive message, igniting social change, and embracing diversity. Here are our Top 5 Campaigns in 2018, That Brought the World a Little Closer!

LinkedIn – ‘In It Together’

The social networking giant LinkedIn has done a great job of allowing professionals within business to connect with each other, find new jobs, and network. Would you think it’s outrageous to consider an MMA fighter or even a rancher to use LinkedIn? Probably yes. The platform currently has a ‘white collar’ stereotype that the company are gradually eliminating; outlined in their 2018 campaign ‘In It Together’. The objective of the campaign was to assure that LinkedIn can be used by people of all backgrounds, not just businesspeople.

The ad displayed scenes of workers from non-traditional backgrounds; culinary, music, MMA, dancing and animation, etc. Giving an insight into each individual’s lives in black and white with documentary-style filming – gave the ad a realistic feel and ultimately demonstrated all different categories of success. Using several platforms (paid social media, digital display, OOH (Out-of-Home), video, radio, and podcasts). The company launched the campaign in four markets in the US (Atlanta, San Francisco, Los Angeles and Philadelphia). You may have also seen the ad if you watched the Golden Globes this year. Although it was a specifically targeted campaign, it aimed to bring unity within the network and build communities outside the working stereotype.

ESSC (Easterseals Southern California) – ‘Change The Way You See Disability’

We can all agree that we appreciate organisations that put their utmost efforts into their purpose and campaigns. ESSC are an organisation that assists over 10,000 people in several parts of California with disabilities, with a purpose to ‘change the way the world defines and views disability by making profound, positive differences in people’s lives every day.’ Their ad campaign ‘Celebrate, Don’t Separate’ portrays a very powerful message that people with disabilities are the same as everyone else on the planet and should not be generalised upon first glance.

The President & CEO of ESSC, Mark Whitley, stated “When we unite as one, we can create social change and break down barriers. Every day, people make generalisations about people with disabilities – and many may not even realise they’re doing it. We’re launching a movement that helps people look beyond what they see at first glance to build a more inclusive world.”

The campaign features a video accompanied by calls-to-action on their website; options for donations and what impact they have made to communities, to following the #CelebrateDontSeparate hashtag which encourages people to take a photo with a friend and post on social media with the line “We are linked by the promise to change the way the world sees disability. #CelebrateDontSeparate” to increase awareness of the movement and encourage social change.

Netflix – ‘A Great Day in Hollywood’

In a reference to Art Kane’s 1958 photo ‘A Great Day in Harlem’ which is a black-and-white image of 57 of the best jazz musicians of that time, ‘A Great Day in Hollywood’ is a campaign by Netflix launched in late June 2018, wanting to reinforce commitment to equality and the casting of black actors, actresses, directors, and creators. The profound message of featuring Aijona Alexus (13 Reasons Why), Caleb McLaughlin (Stranger Things), Danielle Brooks (Orange Is The New Black) and many more, displayed a personal, strong aura within the scenes which was really captivated by the filmers and editors.

Lines like “We stand upon any stage and any screen” and “This is not a moment. This is a movement” really speaks volumes to the objective of the campaign and is moving to hear such an authentic narrative. Diversity within Hollywood is still a pressing issue; not just people of colour, but women too. The #OscarsSoWhite and #MeToo movements helped expose Hollywood’s diversity issues, but there is still an underrepresentation of women and people of colour in Hollywood film and TV, according to the UCLA. It’s incredibly important and vital to our societal evolution that we embrace diversity and welcome it wherever you are in the world; which is why this campaign on many levels, is so powerful.

Children With Cancer – ‘Keeping Families

UK based charity organisation Children With Cancer launched an ad campaign on the message ‘Keeping Families Together’. The organisation’s vision is to one day eliminate the possibility of a child dying from cancer. The ad design is very informative; supported by clever animation and providing interesting statistics on results that the organisation has delivered for children and their families. Over 30 years, they have managed to:

Raise £230 million

Funded over 200 projects from important clinical trials to research and family accommodation

They spread awareness of the campaign on social media, through YouTube videos, TV ads and billboards. Although the topic is very sensitive, it represents a positive message that unifies families that are going through the trauma, giving them opportunities to save their loved ones through Children With Cancer and the many other charities that support cancer research; who wouldn’t gain the awareness they deserve without campaigns like these.